Rooted & Rebuilding

Supporting Small Businesses through Fire Recovery 

In 2025, in response to the devastating wildfires that ravaged communities across LA county, we launched Rooted & Rebuilding – a grant program to help small businesses in the most heavily impacted neighborhoods recover.

In our first round of grant funding – distributed in the fall of 2025 – we provided $300,000 in grants to impacted businesses in Altadena and Pasadena, many of them legacy businesses, people of color-owned, and businesses who haven’t received any other support.

Thank you to our partners, LISC Los Angeles and Wells Fargo, for making this effort possible. We’re also grateful to the community leaders and organizations who have served as referral partners and helped us reach as many small businesses as possible.

With the support of additional funders, we will continue this work in 2026 and look forward to supporting more small businesses in Altadena and the Pacific Palisades.

Meet our 2025 grantees! Support these wonderful small businesses. 

Tribewalks

Tribewalks is a massage and wellness business founded in 2013. They also sell handmade body care products. Check out their website and Instagram to book services and order products.

SPRUILL HOUSE MUSIC, INC.

Stephanie Spruill Brewster is a celebrated singer, percussionist, actress, songwriter, author, producer, and founder of Spruill House Music School of Voice and Artist Development. Book voice lessons and learn more about her illustrious career via her website and Instagram.

Sleep Enhancement Products, Inc.

Sleep Enhancement Products is the maker of the original foot free pillow – a specialized pillow for foot pain. Check out the unique product on their website.

Waterwheel Records

Waterwheel Records is a legendary, family-owned recording label and studio founded in 1987 by siblings Julia, Maxine, Luther, and Oren Waters. Over their decades-long career, The Waters have contributed to more gold and platinum albums than any other vocal group in history, collaborating with icons such as Michael Jackson, Adele, Whitney Houston, Barbra Streisand, and Paul McCartney. Check out their latest holiday release, “Time to Begin Again” which is soon to be released on all major music streaming platforms.

Burgers For Life

Burgers for Life is a pop-up business specializing in smash burgers and cheesesteaks that launched in 2021. Last year, they earned fourth place in LAist’s cheeseburger contest. You can often find them at breweries and bars – check out their upcoming event schedule on Instagram and their website.

Altadena Beauty Supply

Altadena Beauty Supply provides affordable hair products, supplies, and services for both professionals and community members. Their mission centers on inclusivity – offering a diverse range of products for all hair types and cultures. Visit their location on Lake Ave or check out their Instagram to book appointments or view the products they carry.

Federico Arevalo Salcedo

Federico Arevalo Salcedo is a landscaper and gardener serving clients across Altadena, Pasadena, Arcadia, and Sierra Madre since 2005, working with both homeowners and apartment complexes. 

Hip Hop for Kids

Hip Hop for Kids is a creative education business that teaches music and literacy through books, songs, and interactive lessons for children. Check out their Youtube, Instagram, and Amazon pages for curriculum and fun, educational hip hop songs.

Brian Whelan Music

Brian Whelan is a musician, producer, session guitarist, and teacher who describes himself as “a plumber for music” – someone who builds, fixes, and brings creative projects to life wherever needed. He launched his career in 2013. Learn more about him and listen to his music on his website.

Fabulessevents

Fabulessevents is a full-service event management company offering catering, décor, and rentals at affordable prices for families in Altadena and beyond. They also sell customized items such as tumblers, t-shirts, and mugs. Check out their offerings and book them for events via their website or Instagram.

Carciofi Design

Carciofi Design is a beautiful boutique in Altadena offering elegant custom invitations, stationery, and gifts. Visit their newly reopened location at Mariposa Junction on Lake Ave, check out their Instagram, or shop their custom stationery online. 

Auntie Lana’s Daycare Inc.

Auntie Lana’s Daycare is a licensed home-based childcare business that has operated in Altadena since 2015. The daycare blends structure, creativity, and compassion and proudly reopened in June of 2025. Learn more and register via their website.

Pampered Lady Florist

Pampered Lady Florist is a Black-owned legacy business serving customers with beautiful fresh flowers and arrangements since 1984. Visit her shop on Lake Ave, or buy flowers online via her website.

Lawrence & Colbert

Lawrence & Colbert is a Black-owned legacy business and hair salon that has served the Altadena community since 1978. Founded with the vision of bringing a “Beverly Hills experience” to Altadena, the salon became known for its quality service, in-salon training program, and mentorship culture – helping many stylists launch successful careers of their own.  We highly recommend supporting them and visiting their location on Altadena Drive.

Valley Green, Inc.

Valley Green Inc., founded in 2012, provides general construction, insurance restoration, demolition, cleanup, masonry, and remodeling services. Learn more via their website.

Tacos Casa

Casa Catering, formerly Tacos Casa, is an established pop-up and catering business serving authentic Mexican food across LA County. Book them for catering opportunities and check out their next pop-up via their website or Instagram.

Williams Family Child Care

Williams Family Child Care is an in-home childcare business serving children from birth to age 12. The daycare opened over a decade ago and partners with resource and referral agencies like Options for Learning, CCRC, and Pathways LA to provide safe, nurturing care for families in need, typically serving five full-time children and several part-time “drop-ins.” 

Veronica Ascencio Montesinos

Veronica Ascencio Montesinos built her cleaning business over 25 years through trust, referrals, and dedication. Starting on her own, she has expanded to serve homes, apartments, and events, and also partners with realtors.

Butler Elder Daycare

Butler-Elder Family Childcare is a licensed home-based daycare serving up to 14 children ages 10 months to 8 years in partnership with Options for Learning. The program is deeply involved in the Pasadena community, with children performing at local events and churches. Learn more on their Daycare profile.

Hunter’s Handyman service

Hunter Benites serves clients across Altadena, Pasadena, and La Cañada, providing affordable, reliable home repairs. Check out his Yelp page to book services.

The Wellrock

The WellRock is a private gym in Altadena that offers small-group and personal training for over a decade. Check out their schedule and book classes via their website and Instagram.

Linares Landscaping LLC

Linares Landscaping is a family-run business providing residential landscaping and gardening services across LA County. Check out their website and Instagram to learn more or book their services.

Crescent Yoga LLC

Crescent Yoga is a studio in Altadena offering yoga and meditation classes, wellness workshops, and branded apparel since 2023. Check out their offerings and book classes via their website or Instagram.

Renovators General Construction Inc.

Renovators General Construction is a small business specializing in home repairs, renovations, and small builds primarily in Altadena. As one of the first 60 families to receive building permits, he’s now preparing for his first inspection and has been using his experience to advise neighbors beginning their own rebuilds. Check out their BizProfile page to learn more.

Tannous Mike’s Electric Co.

Tannous Mike’s Electric Co. is a family-run electrical business founded in 1985. The company provides residential and commercial electrical services – including installation, repairs, maintenance, and EV charging station setup – throughout Altadena and Pasadena. Learn more about them and book services via their website.

Jake Viator

Jake is an audio engineer and sound system designer who has operated his home-based studio since moving to Los Angeles in 2009. In addition to his freelance work, Jake holds a full-time role at Stones Throw Records supporting vinyl production and teaches part-time at CalArts. Learn more about Jake on his website and Instagram.

McGinty’s

McGinty’s Gallery at the End of the World is a beloved Altadena art and vintage shop that has been operating for over a decade. Recently reopened at Mariposa Junction, it is offering a space for local artists to exhibit their work and help the Altadena arts community heal and reconnect. Check out their website and Instagram to receive updates on upcoming shows and events, and visit their location at Mariposa Junction to see beautiful art and shop unique vintage items.

Greene & Greene LLC

John Carroll Kirby is a Pasadena-born pianist, composer, and music producer who began his career in jazz before expanding into touring, studio work, and producing for other artists. Listen to his music and learn more about John on his website and Instagram.

Alfonso Ramiro Nunez Martinez

Alfonso has owned and operated a landscaping business for over a decade, serving clients across Pasadena, Altadena, and Sierra Madre. 

Norma Ruiz

Norma Ruiz Perez has operated a residential cleaning business for over a decade, serving clients across Altadena, Pasadena, Sierra Madre, La Cañada, and Glendale.